Published by David Rosenberg on 19 Aug 2008
Discount Firms See Rise in Website Visits
We were flipping through the most recent issue of Investment News and came across some interesting statistics. The Prime Numbers page at the end of the paper lists the number of unique website visitors in June and the monthly change for 10 financial services firms - Fidelity, Vanguard, Scottrade, E*TRADE Financial, TD Ameritrade, Charles Schwab, ShareBuilder, Merrill Lynch, T Rowe Price and Smith Barney - all covered by Corporate Insight. (Compete Data Hub is listed as the study’s source.)
According to the stats, only discount firms - ShareBuilder, Scottrade and E*TRADE Financial - saw a positive month-over-month change in unique site visitors in June. Charles Schwab remained the same, and the others declined in visits. In fact, ShareBuilder saw a 15% rise in visitors (1,493,281 total) - the highest percentage rise - followed by Scottrade with an 8% rise (2,633,936 total). Interestingly, Fidelity had the largest total number of visitors in June (5,292,868), but that represents a 4% decrease.
These are interesting findings. Based on the numbers, it appears that investor interest may be turning in the direction of the discount brokers. Scottrade offers the lowest commissions of all these firms, followed by ShareBuilder and TD Ameritrade. This should not be too shocking, though, given the current state of the economy and the markets. Just like all consumers, investors are looking for bargains. Obviously, we cannot reasonably conclude that this is really a trend based on only one month’s numbers; however, it will certainly be interesting to see how this continues in future months. Hopefully, Investment News will continue publishing these statistics regularly.


